Zhang Zhe, born in 1999, has many Chinese-branded cosmetic products or make-up items with Chinese designs. “I like designs with Chinese elements,” says Zhang. “They are as good as overseas brands in quality. Now there are more Chinese make-up brands in my cosmetics collection.” Zhang’s shopping habits reflect the popularity of guochao, a trend that translates as “China chic” and has been embraced by the nation’s millennials and Gen Z. The trend became even more popular after the Winter Olympics held in China earlier this year, reflecting a rise in nationalism in the country. The younger generations’ love of Chinese culture and embrace of national identity can be seen in the popularity of the Winter Olympics mascots, as well as in the booming sales of cultural products related to the Forbidden City in Beijing. The Winter Olympics mascot, a panda cub called Bing Dwen Dwen, has been so popular that Wang Junwen, a fan of guochao , was not able to buy one during a recent online presale. Wang was surprised because the Games have been over for a while. “I had to queue for more than an hour and got one at a bricks-and-mortar shop,” he adds. According to a report published by Chinese internet giant Baidu in 2021, the amount of consumer attention received by guochao has increased by 528 per cent in the past decade. Bloomage Biotechnology, a major producer of hyaluronic acid – used in skincare for plumping effect – in Shandong province, eastern China, has benefited from the guochao trend thanks to products like a line of Forbidden City-themed lipsticks. Hangzhou-based Chinese beauty brand Florasis combines traditional beauty rituals and modern Chinese aesthetics to create products that have also proved popular with young Chinese consumers. It’s not just cultural and creative products – a growing number of Chinese businesses are using guochao to win a bigger market share and more customers. China’s sportswear market has long been dominated by foreign brands such as Adidas and Nike. This is changing , especially after many released corporate statements expressing concern about allegations of the use of forced labour in Xinjiang, a region in northwest China known for its production of cotton. As a result, innovative designs with traditional Chinese cultural elements and high-quality products from domestic brands including Anta and Li-Ning have gradually won the favour of young consumers and taking a bigger share of the sportswear market in China. Figures released by Anta Sports show that its revenue in 2021 hit 49.3 billion yuan (US$7.74 billion), a 38.9 per cent year-on-year increase. According to global market-research company Euromonitor, Anta Sports held a 16.2 per cent market share in China’s sports-shoe and apparel sector in 2021, surpassing Adidas at 14.8 per cent and edging closer to market leader Nike at 25.2 per cent. Data from the National Bureau of Statistics shows that China’s Gen Z numbered about 260 million in 2020, and their expenditure was around 4 trillion yuan, accounting for 13 per cent of total household expenditure in China. The group is expected to shape the future of China’s economy. “The driving force of consumption is gradually shifting from the middle class to Gen Z,” says Lai Yang, an expert with the China General Chamber of Commerce. Wang Gao, a professor at the China Europe International Business School, says China’s Gen Z pay more attention to their personal needs and have strong purchasing capacity. “Chinese companies truly respect the unique demands of Gen Z and cater to their needs, so they can win Gen Z’s hearts,” says Wang. “ Guochao has become a new driving force of economic growth,” says Hu Yu, from the Institute for Culture Creativity at Tsinghua University. Additional reporting by Xinhua